New Plan Aims to Spruce Up Lincoln Avenue

When compared to Lake View business corridors like North Boradway, Southport Avenue and Wrigleyville’s Clark Street, it’s clear Lincoln Avenue is falling short.

That’s why area influencers say they’re ready to craft a plan that will breathe life back into the once-bustling business corridor. The plan will be a robust extension of the Lakeview Area Master Plan, a demographics-based strategy to improve the community.

Heather Way, the executive director of the Lakeview Chamber of Commerce, says with the master plan moving into its second phase, the time place focus on Lincoln Avenue is now.

“We’re putting together a thoughtful plan right now to present to Ald. (Scott) Waguespack,” Way said. “It’ll include branding, beautification and promotion, and the reward is not only business attraction, but attracting the right kind of business.”

Part of that attraction is the cost to open a business on Lincoln. According to the LAMP demographics study completed in 2011, the lease rate on Lincoln was about $23 per square foot, the lowest compared to other nearby business corridors.

The highest was near Armitage Avenue and Halsted Street in Lincoln Park, snagging more than $38 per square foot for a smaller storefront. That’s just a dollar more per square foot than Southport Avenue’s storefronts, offering the smallest spaces in the study.

“It needs some help, and it’s just not an aesthetically pleasing corridor to walk down."

Besides low prices, the second phase of the LAMP places emphasis on branding Lake View’s sub-districts, and for Lincoln Avenue, that includes improving the overall vibe of the street. From sprucing up storefronts to beautifying the sidewalk for pedestrians, the aim is to eliminate the run-down feel.

Part of that is made possible through Special Service Area 27, a property tax levy allocated from the City of Chicago to improve Lake View. SSA 27 Commissioner Frank Campise says, as a part of the new plan, the organization plans to inject funds into Lincoln Avenue’s look and feel.

“The SSA is going to spend some money to help ‘green’ up that stretch of Lincoln Avenue, which it really needs,” Campise said. “It needs some help, and it’s just not an aesthetically pleasing corridor to walk down. I think softening that streetscape is going to help. At the end of the day, as commissioners of the SSA, it’s our job to drive traffic to that corridor.”

And despite locals considering the loss of the No. 11 bus to be a huge blow to the movement, new ideas are already moving forward. From the proposed Lincoln Biking District to the increased traffic expected from the new City Target, getting people to Lincoln Avenue is half the battle.

“I think we’re going to be able to overcome the loss of the bus,” Way said. “It’s our understanding that the Target is really going to help us with that. The Target is almost a restorative measure. Quite frankly, something was going to be built there eventually. Is it everyone’s favorite use? Probably not. Is it a good use? Yes.”

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Way’s referring to another part of the LAMP study which shows the most money leaving Lake View is in the general merchandise category, followed by building materials and drug stores. The new Target in the heart of Lake View could draw an enormous amount of people currently leaving the community back to Lincoln Avenue.

But while Target may draw people back to Lincoln, Way wants to make sure one thing about the business corridor remains a constant.

“One thing that’s really cool about Lincoln is, save for a couple businesses, it’s really all independently owned businesses,” Way said. “… So aside from meeting with current business owners, we’re getting ready to schedule meetings with commercial real estate owners and property owners to stress the importance of independent businesses coming to the area. They contribute the most to the local economy.”

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